The Journal of Asian Finance, Economics and Business

Korea Distribution Science Association (한국유통과학회)
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The Effect of Professional Sport Spectator's Experience Economy Factors on Satisfaction: Focused on Mediating Effects of Attachment and a Sense of Community

  • Received : 2019.05.20
  • Accepted : 2019.07.13
  • Published : 2019.08.30
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Abstract

The purpose of this study is to investigate the relationship between the spectator experience and satisfaction with a focus on attachment and a sense of community. The survey was given to random spectators who watched KBO (The Korea Baseball Organization) games in 2018. With 189 surveyed participants, this study used exploratory factor analysis and reliability analysis to verify the reliability and validity of the measured variables. The hierarchical multiple regression correlation was employed as a statistical method for the hypotheses of this study. The findings showed that spectators' experiences have influences on satisfaction. Among the experience factors, education and entertainment affect attachment, and education has the only significant influence on a sense of community. In addition, spectators' attachment and a sense of community positively influence satisfaction. Attachment and a sense of community have a relatively mediated effect on spectators' experiences and satisfaction. This study confirmed the need for various spectator experiences at KBO games, and the importance of place attachment or a sense of community.

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